2020 Social Introduction To Social Media In India

Introduction to Social Media in India 2020 Social: Because Business is Social gaurav@2020social.com dave@2020social.com @gauravonomics @evansdave gautam@2020social.com kaushal@2020social.com @gautamghosh @ksarda

Three Mantras

1 The future has already arrived. It’s just not evenly distributed yet. Source: William Gibson

2 The tools are transient. The values embedded in them are persistent.

3 To understand how social technologies are changing media and business, begin by asking how they are changing people and society.

Five Questions

1 What are social technologies and why are they important?

2 How are social technologies changing people?

3 How are social technologies changing society?

4 How are social technologies changing media?

5 How are social technologies changing business?

1 What are social technologies and why are they important?

World Map of Social Media Source: http://globalwebindex.net

World Map of Social Networks Source: http://vincos.it/world-map-of-social- networks/

Social Platforms in India 40 34.2 35 30 24.4 25 19.6 20 15.5 15 10.9 10.3 10 8.5 5 2.9 2.2 1.7 1.3 0 Orkut Yahoo GMail Google YouTube Flickr Blogger LinkedIn Wordpress Twitter Facebook Source: Monthly unique users in millions from http://www.vizisense.com

All successful social platforms have clearly defined their users’ If most users can’t relationship with the decode what the social social object. platform does at first glance, it is likely to be unsuccessful. Social Platform: Users {Relationship} Social Object Source: Jyri Engestrom

Facebook  World’s leading social networking platform.  400 million users worldwide.  12.4 million users in India.  Users {connect and share with} people. Source: http://facebook.com

LinkedIn  Popular professional networking platform.  60 million users worldwide.  2.5 million users in India.  Users {exchange} information, ideas and opportunities. Source: http://linkedin.com

Twitter  Popular micro- sharing platform.  Likes to call itself “real-time information network”.  75 million users worldwide.  1.8 million users in India.  Users {share and discover} what’s happening right now. http://twitter.com

Google Buzz  Google’s own social network integrated with GMail.  Users {start} conversations about the things you find interesting. Source: http://www.google.com/buzz

Flickr  Popular photo- sharing platform.  Users {share} photos and {watch} the world. Source: http://flickr.com

YouTube  Popular video- sharing platform.  Users {broadcast} yourself. Source: http://youtube.com

Digg  Popular social voting platform.  Users {discover and share} content. Source: Digg.com

Delicious  Popular social bookmarking platform.  Users {save} your bookmarks or {see} what's fresh now. Source: http://deicious.com

Wordpress  Popular blogging platform.  Users {express} yourself. Source: http://wordpress.com

Dopplr  Popular travel sharing platform.  Users {share} your personal and business travel plans with people you trust. Source: http://dopplr.com

Wikipedia  Popular wiki platform.  Users {edit} free encyclopedia. Source: http://wikipedia.com

Ning  Popular white label social networking platform.  Users {create} your own social network. Source: http://ning.com

Focus on People vs. Content Most social platforms are including rich user profiles, to shift the Instead, content-centric focus towards people. platforms should build deep integration with people-centric platforms. Focus on Focus on Content People

2 How are social technologies changing people?

Real and Persistent Identities  As more websites support log-ins using Facebook, Twitter or Google IDs, our online identities are becoming more real and persistent.  More than 60 million Facebook users engage with Facebook Connect on 80,000 external websites every month. Source: http://developers.facebook.com/connect.php

The Online-Offline Continuum  As we stay with offline contacts on online social networks and meet our online ‘friends’ at offline meetups, our online and offline relationships are merging. Source: http://twitvite.com

Social Proof: Friends of Friends  As more of our lives move online, we are searching for social proof before making new friends, and seeking out friends of friends. Source: http://thread.com

From Consumers to Creators  As we create and share more photos, videos and blog posts on social platforms, we are beginning to think of ourselves as authors, photographers and filmmakers, all rolled into one. Source: http://therengen.com

3 How are social technologies changing society?

Disruptive Social Change Models 1. Micro-lending 4. Standalone and micro- viral collective philanthropy action platforms campaigns 5. Participatory 2. Volunteer Disruptive Social governance marketplaces Change Models platforms 3. Collective action and 6. Transparency advocacy initiatives platforms

Social platforms for social change are built around our need to Small public acts of gain social capital. good add up to big change by creating positive viral loops. Public micro-actions related to BIG social objects lead to social capital and positive viral loops.

Facebook Causes  Facebook’s own application to help non-profits promote their causes and raise awareness and donations. Source: http://apps.facebook.com/causes

Kiva  Micro-lending platform to connect lenders with small entrepreneurs. Source: http://kiva.org

NGO Post  Indian social voting platform for news related to social welfare issues and organizations. Source: http://ngopost.org

The Pink Chaddi Campaign  Online campaign mobilized its 50000 Facebook fans to send more than 2000 pink panties as Valentine’s Day gift to Indian right wing Hindu nationalist party Sri Ram Sena. Source: http://thepinkchaddicampaign.blogspot.com

Blank Noise Project  Long-running Indian feminist community working towards reclaiming public spaces for women. Source: http://blanknoise.org

Brerakthrough Bell Bajao  Social media driven campaign to encourage men and to raise their voice against domestic violence by “ringing the bell”. Source: http://bellbajao.org/

Bloggers for Advani  Bloggers for Advani Google Group.  Part of the support eco-system for Advani’s PM campaign, along with Friends of BJP.  Disclosure: Gaurav gave the idea for Bloggers for Advani. Source: http://groups.google.com/group/bloggers4advan i?pli=1

Shashi Tharoor on Twitter  External Affairs minister Shashi Tharoor uses Twitter to engage with his supporters and detractors and set an agenda for public debate. Source: http://twitter.com/shashitharoor

Tata Tea Jaago Re  From “waking up” to “civic consciousness”  More than 600,000 registrations  Catalyzed an entire ecosystem of citizen action initiatives Source: http://jaagore.com

iJanaagraha Citizen Community  Location based citizen action community platform.  Disclosure: Gaurav is a member of Janaagraha’s technology advisory board. Source: http://ijanaagraha.org

4 How are social technologies changing media?

Participatory news models are changing how news is and forcing traditional created and consumed… media organizations to experiment with their own participatory models. In the new media landscape, all of us are audience, journalist, editor and source, all at once.

Old Media + New Media

Creative Commons Licenses  The Creative Commons licenses enable people to easily change their copyright terms from the default of “all rights reserved” to “some rights reserved.” Source: http://creativecommons.org/about/licenses

The Digital News Lifecycle Context Analysis News Story Conversation REACH/ DEPTH Blog Post Personalization SMS Alert TIME

Participatory News Models 1. Citizen 3. News journalism Participatory aggregators platforms News Models 2. Independent 4. Social news web-based platforms news platforms

Global Voices  Volunteer-driven citizen news aggregator.  Disclosure: Gaurav is a contributor. Source: http://globalvoicesonline.org/

Ushahidi  Crisis reporting platform built on SMS-map mashup.  Disclosure: Gaurav worked with Ushahidi on Vote Report India. Source: http://ushahidi.com

SEA-EAT Blog and Wiki  Volunteer citizen journalism initiative that became a key source of information and coordination during the tsunami. Source: http://tsunamihelp.blogspot.com/

26/11 Mumbai Terror Attack  Use of Twitter, Flickr and blogs for citizen journalism during the Mumbai terrorist attack. Source: http://flickr.com/photos/gauravonomics/sets/72 157610357499942/

Vote Report India  Citizen-driven election monitoring platform built on SMS-Google Maps mashup Ushahidi.  Disclosure: Gaurav is a co-founder. Source: http://votereport.in

News & Media Organizations 1. Expert 4. Citizen blogs with Traditional journalism comments News & Media Organizations 2. Campaigns Newspapers 5. Social news and contests Magazines TV channels Movie Studios 6. Communities 3. Profiles and of interest/ personalization practice

CNN iReport  Citizen journalism platform with more than 400,000 reports Source: http://ireport.com

Al Jazeera War on Gaza  Citizen journalism platform built on Ushahidi crisis reporting platform. Source: http://labs.aljazeera.net/warongaza

NYT TimesPeople  Social networking platform for readers to share favorite NYT stories. Source: http://timespeople.nytimes.com

BusinessWeek Business Exchange  LinkedIn-driven professional networking platform for BusinessWeek readers. Source: http://bx.businessweek.com

IBNLive Citizen Journalist  Citizen journalism platform from CNN-IBN. Source: http://cj.ibnlive.in.com

TOI’s Lead India  TOI’s campaign to engage Indian youth in the 2009 Lok Sabha elections. Source: http://lead.timesofindia.com/

Talk to HT  Talk to HT is the Hindustan Times initiative to crowdsource ideas and feedback from readers on columns, editorials and news. Source: http://talktoht.com

NDTV Social  Community for NDTV viewers to follow programs and personalities. Source: http://social.ndtv.com

5 How are social technologies changing business?

Social Business Trends 1. Cause-based 4. Standalone marketing anti-brand platforms campaigns 2. Watchdog and 5. Sustainable transparency Social Business consumption platforms Trends communities 6. Consumer- 3. Anti-brand driven service communities platforms

Business-to-Business 1. Targeted 4. Partner communities of Business-to- communities practice Business 2. Customer- IT hardware & 5. Corporate and driven support software employee blogs communities Office equipment Business 3. Ideation and solutions 6. Social media research Business contests communities consulting

Infosys Blogs  Infosys employees post on topics relevant to their areas of expertise. Source: http://infosysblogs.com

Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship.  Driven by the Dell SME team.  Now replicated internationally.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://takeyourownpath.in

Tata NEN Hottest Startups  India’s first “people’s choice entrepreneurship contest” got 558 entries. Source: http://hotteststartups.in

NASSCOM Emerge  Community for emerging IT companies hosted by NASSCOM.  Disclosure: Gaurav has done workshops and talks for NASSCOM. Source: http://communities.nasscom.in/

Business-to-Consumer 4. Social 1. Targeted marketplaces communities of Business-to- with reviews and interest Consumer ratings 2. Customer- FMCG 5. Social media driven support Consumer contests communities durables Fashion and 3. Ideation and lifestyle 6. Group-blog research Mobile based advocacy communities Retail programs

Xeta Shootout Contest  Consumer generated content contest (shoot your own Xeta ad film) to reinforce Xeta’s young and fun positioning.  Disclosure: Gaurav was Brand Head, Indica. Source: http://thexetashootout.com

MTV Hero Honda Roadies  Several high- involvement, but disconnected, contests and official groups on social platforms. Source: http://mtvindia.com/roadies/index.php

Cedia Great Driving Challenge  Online talent hunt where three couples were selected for a road trip of their choice in a Mitsubishi Cedia.  The winner got Rs. 1 million. Source: http://greatdrivingchallenge.com

Aircel Save Our Tigers  Campaign to promote awareness about tiger conservation.  200k+ fans on Facebook.  Disclosure: Aircel is a 20:20 Media client. Source: http://saveourtigers.com

Aircel Voice Message App  Voicemail application on Facebook that allows users to put up voice messages rather than plain text messages.  Disclosure: Aircel is a 20:20 Media client. http://apps.facebook.com/aircelvoicemessage

Virgin VTurk campaign  Virgin’s VTurk campaign recruits teens to become Virgin representative in their college, in return for Virgin Mobile branded merchandise. http://virginmobile.in/vturk/vturk_what.html

Tata DOCOMO Create  Series of consumer generated content contests under the Create umbrella. Source: http://create.tatadocomo.com

Vodafone Zoozoo  Consumer generated content contest where users watch snippets of unreleased Zoozoo television commercials and create their own Zoozoo stories. http://microsite.vodafone.in/vodafone/zoozoo/def ault.aspx

Idea Cellular My Idea  Pre-election campaign in 2009, to ask users for their ideas to change India via SMS. http://myideas.co.in

Intel Connected Indians  Intel seeks to connect citizens, industry and civil society for internet-based advocacy Source: https://www.connectedindians.com/

Sunsilk Gang of Girls  Community for young girls to connect with each other and discuss fashion and grooming. Source: http://sunsilkgangofgirls.com

Whisper Being Girl  P&G’s response to Sunsilk Gang of Girls.  Community for young girls to talk about grooming and growing up issues. Source: http://beinggirl.co.in

Pepsi Youngistaan  Series of high- engagement, but disconnected contests under the Youngistaan umbrella.  Disclosure: PepsiCo India is a 2020 Social client. Source: http://youngistaan.com

MakeMyTrip’s OKTaTaByeBye  Full-featured travel community that started as a social media contest. Source: http://oktatabyebye.com

RCB Cricket Fan Club  Fan club for Royal Challengers Bangalore cricket club with almost 50,000 members.  Disclosure: RCB is a 2020 Social client. Source: http://royalchallengers.com

Decoding Social

Brands are joining existing social platforms and even building their own focused In either case, brands social platforms. should be clear about the social object and their users’ relationship with it. Brands on Social Platforms vs. Brands’ Own Social Platforms

How to Scale Passion? Our approach is to build a focused community around a lifestyle, Then, scale it by interest or cause. leveraging existing social platforms like Facebook, Twitter and YouTube. Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion Select a BIG lifestyle, Build a focused community Build scale by leveraging interest, or cause. around it. existing social platforms.

Decoding Social Social You can look at networking social technologies Blogging By Tool through many Microblogging lenses. Photo-sharing Video-sharing Consumer Product design generated Sales and By Core Decoding By marketing content Dynamic Social Function Conversations Customer Collaboration support Community Public relations Collective Partner relations Business-to- Employee intelligence By Type of Business relations Organiza- Business-to- tion Consumer We like to focus on the core dynamic. Government Non-profit

Five Core Social Dynamics Invisible Collective Intelligence Community Collaboration Conversation Consumer Generated Content Visible Easy Difficult

Five Reasons Why Business is Social        !    Consumer Conversation Collaboration Community Collective Generated Intelligence Content

Consumer Generated Content Your consumers are authors, photographers and filmmakers, all Tap into their rolled into one. creativity. Ask them to interpret your brand. Have you seen this I love my movie? My new car! mobile  phone sucks!

Dell Go Green  Dell Go Green is a consumer generated content contest where consumers submit ideas to redesign, reuse of recycle gadgets to make them go green.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://dellgogreen.com

Conversations Your customers, partners and employees are talking Listen to them, reach about you, in public. out to them, engage them in a two-way conversation. Have you driven this Yes! It car? rocks!  

Dell Small Business on Facebook  Dell’s Small Business Facebook page, structured as a resource for small businesses to use social media, has more than 37,000 fans.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://www.facebook.com/dellsocialmedia

Dell Outlet on Twitter  Dell uses Twitter as a channel to sell refurbished computers to corporate purchase managers.  @delloutlet has 1.5 million followers and has resulted in sales of more than $6 million.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://twitter.com/delloutlet

Collaboration People work together in flow when they connect with each Create rich profiles other as people. and reputation systems to encourage people to help each other. How do I fix this Let me tell problem? you how!  

Dell Support Community  User driven support community to increase customer satisfaction and drive down support costs.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://en.community.dell.com

Community Communities come together around a shared social object: a Build and nurture a lifestyle, cause or community platform to passion. host your customers, partners, employees, and evangelists. I love road I love trips! I love my travel! car! 

Dell Digital Nomad  Community built around the idea of being a digital nomad.  Targeted at highly mobile laptop users.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://www.digitalnomads.com/

Dell Take Your Own Path  Community where users shared inspiring stories of entrepreneurship.  Driven by the Dell SME team.  Now replicated internationally.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://takeyourownpath.com

Collective Intelligence Customers, employees and partners can give Observe their behavior, you new ideas and ask for their ideas, insights. recognize and reward them for their contribution. Here’s ! Here’s how we It worked! an can make Thank you! idea! it better! 

Dell Ideastorm  User driven ideation community to listen to customer’s ideas on product improvement and new product development.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://ideastorm.com/

Dell Employee Storm  Internal ideation platform to enable Dell’s worldwide community of more than 80,000 employees to post and discuss ideas on topics ranging from product innovation to company HR policies.  Disclosure: Dell is a 20:20 Media and 2020 Social client. Source: http://thesocialworkplace.com/featured/1558/

Made For India

Internet Access is Shared  Internet access in India is shared by default: at school or college, at office, or at a cyber café.

Mobile is Personal and Ubiquitous  More than half a billion mobile users, with 100 million on SMS and 25 million on mobile web. Source:http://flickr.com/photos/vm2827/315015774 6/

Mobile 2.0 in India     Phone-  Text Mobile specific messaging website apps Upload Geo- photo/ location video via services email  

SMS GupShup  SMS-based group- messaging platform with 25 million users. Source: http://smsgupshup.com

BabaJob  SMS-based professional networking platform for household help. Source: http://babajob.com

Made In India Made For the World

Deskaway  SaaS-based project collaboration platforms. Source: http://deskaway.com

Remindo  SaaS based nterprise collaboration and project management platform. Source: http://remindo.com

Uhuroo  SaaS-based enterprise collaboration and document management platform.  Disclosure: Kaushal is a co-founder. Source: http://uhuroo.com

Cynapse  Full-featured enterprise collaboration platform with SaaS, hosted and open source versions. Source: http://cyn.in

YouSuggest  SaaS-based ideation platform. Source: http://yousuggest.us

LifeBlob  Photo-stream based social networking platforms. Source: http://lifeblob.com

GizaPage  Social media hub for individuals and organizations. Source: http://gizapage.com

Essential Reading on Social Technologies

Social Technologies 101

Social Technologies & Society

Social Technologies & Business

About 2020 Social

Who Are We Strategy & Strategy & Marketing Marketing Gaurav Mishra Dave Evans CEO Consulting Director IIMB, Tata Group, Yahoo! Author of ‘Social Media Fellow at Georgetown Marketing: An Hour a Day’ Organizational Enterprise Development Collaboration Gautam Ghosh Kaushal Sarda Consultant Consultant XLRI, Deloitte, HP, Dell Capgemini CRM, Uhuroo Founder

What We Do We build and nurture online communities for clients to connect with customers, partners and employees catalyze collaboration and innovation and drive loyalty and advocacy.

Our Competency Areas Plan Build Engage (Project) (Project) (Retainer) Research Communities Content Strategy Social apps Conversations Workshops Social APIs Contests

Our Practice Areas Business to Business to Employees & Consumer Business Partners Communities Communities Collaboration of interest of practice platforms Contests Content Coaching aggregation

Our Solutions Plan Build Engage (Project) (Project) (Retainer) Research Communities Content Strategy Social apps Conversations Workshops Social APIs Contests Business to Communities Lithium Contests Consumer of interest Drupal Business to Communities Lithium Content Business of practice Drupal aggregation Employees & Collaboration SocialText Coaching Partners platforms

Ask Us How 2020social.com | contact@2020social.com| @2020social gaurav@2020social.com dave@2020social.com @gauravonomics @evansdave gautam@2020social.com kaushal@2020social.com @gautamghosh @ksarda

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2020 Social Introduction To Social Media In India

by 2020 Social on Mar 20, 2010

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2020 Social Introduction To Social Media In India — Presentation Transcript